Perfecting Your Sales Process
I hope that this finds you well. Thank you for the kind words that so many of you send in response to each issue of The Residential Metal Roofing Executive Report. We remain committed to bringing you the latest information on the residential metal roofing industry, as well as ideas from industry leaders on how to make your business be even more successful in one of the fastest growing segments of the home improvement industry.
Isaiah Industries manufactures the world’s most beautiful metal roofs. For 35 years, we have been a part of this vibrant industry and we remain committed to helping not only the companies who sell our products but all metal roofing contractors be as successful as possible. The Executive Report, along with our intensive training programs and other materials, are the tools we use for doing that.
In recent issues of The Executive Report, we have been taking a look at the Five Hallmarks of a Successful Residential Metal Roofing Contractor. Thus far, we have dug into the following:
- Successful residential metal roofing contractors are PASSIONATE that metal roofing is the best choice for most property owners.
- They are committed to SYSTEMIZATION within their business, to ensure the desired results as often as possible.
- They know and track the NUMBERS which are critical to their company’s success.
In this issue, we will discuss the Fourth Hallmark – successful residential metal roofing contractors have a defined SALES PROCESS which they use each and every time they interact with a prospective customer.
So, what is a SALES PROCESS and why is it so important? Let’s think about it a moment. Anyone who has ever done direct sales has had these thoughts cross their mind more than once:
“What is the Holy Grail of sales for me? What words can I say, what actions can I make — which will do the best possible job of helping prospective customers understand and embrace the value I am offering them, and decide to buy from me rather than a competitor?”
Haven’t you asked yourself that before? Well, a SALES PROCESS will define that Holy Grail for you and your entire organization. Can it be fluid – something you’re always working to improve upon? Absolutely! In fact, it must be. But, when done properly, at any given moment, all members of your sales team will be following the same process and it will be the Sales Process that you have tested and proven to be more effective than anything you have ever tried before.
The residential metal roofing industry’s top contractors have a choreographed and scripted in-home sales presentation. Having salespeople memorize and follow it ensures that nothing is left out and that the homeowner’s needs and wishes are respected and attended to. Again, the goal is to create the exact conditions that are most conducive to that prospect understanding and appreciating the value of what you’re offering.
As salespeople learn and follow the script, they will see their closing ratios increase. If you manage salespeople and you see their numbers beginning to drop, you know to always “go back to the script” and look for the things they are skipping.
Unfortunately, with experience and confidence often comes a swagger that will make salespeople think they can go off script. When they go off script, one of two things happens. Usually, their numbers start to drop. You definitely want to be able to diagnose that. In some rare cases, though, they discover ways to improve the script – and you want to know those as well.
That is why regular sales meetings where the script is reviewed and rehearsed – in its entirety – are held with all salespeople. Successful contractors hold these meetings weekly and they will last 3 – 4 hours. Salespeople only stand a chance to improve with this sort of rehearsing and practice. It is a no lose proposition, and something they must do in order to hone their skills and continue to work for a top organization.
At Isaiah Industries, we have a fully scripted in-home sales presentation that our dealers learn and follow. It includes a presentation (electronic or hard copy) as well as an attic inspection and tools for a more technical sale. It has been designed to include all components necessary for rapport building, needs analysis, killing competing products, and presenting your product and your company. If you currently work with a different manufacturer, make sure that they can provide this sort of scripted presentation to you as well.
Is it hard work to build and implement a formal Sales Process? Absolutely. But, as we know, it is those who work hard who reap the rewards of success. A Sales Process will increase your closing ratios, make it easier to onboard and train successful salespeople, and make your company more valuable should you ever choose to sell it. A good Sales Process also ensures the comfort and satisfaction of your customers.
Take the time to work “on” your business by doing things like perfecting your Sales Process rather than always working “in” your business. You will appreciate the opportunity to do something different and you will quickly see the benefits.
Until next time, Happy Selling. Please feel free to contact us whenever we can be of help to you in the wonderful world of residential metal roofing!
Todd Miller has spent his entire career in the metal building products manufacturing industry. He is president of Isaiah Industries, an organization recognized as one of the world’s leading metal roofing manufacturers. Todd is currently Vice President of the MRA (Metal Roofing Association) and a Past Chair of MCA (Metal Construction Association). Through his website, he strives to raise the bar on standards and practices to provide property owners with the best possible products for successful roofing projects.
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